Thursday, December 6, 2012

Sabra Hummus: An Epic BDS Fail

Our friend Jon at Divest this always helps us keep things in perspective. That's why we like him. Remember a long time ago, in a galaxy far far away? Sabra hummus- a made in New York chick pea spread was the main focus of the BDS'ers ire. Using the entire carpetbag of BDS tactics- threats, intimidation, and meaningless referendums, along with the cowards way out- destruction of private property - what have they accomplished? In over 4 years of hating on hummus, where has it gotten them?

Sabra Hummus vandalized by BDS holes in Berkeley (2008)

Vandalized display in school cafeteria

Jon points out exactly what impact the BDS'ers have made on the bottom line of Sabra hummus.

... if Ronen Zohar has his way, hummus will become a staple snack next to the peanut butter and jelly in your fridge. As CEO of Sabra Dipping Company, Zohar’s presided over sales of hummus that bounced from $16 million to $800 million in just six years. Founded in 1986 to serve a local community of predominately Jewish customers in Queens, New York, Sabra eventually grew and became a joint venture of PepsiCo and the Strauss Group in 2007. The company now boasts more than half of the hummus marketshare and about 25% of the fresh dip category that includes salsa and guacamole, ahead of competitors Tribe and Athenos (owned by Kraft). Zohar believes hummus will bring Sabra a billion dollars in annual revenue in the next five years.

One more time- just so you realize how irrelevant the BDS'ers have been to the Sabra brand:Sales of Sabra hummus increased from $16 million to $800 million in just six years. Its yet another massive, epic BDS fail.